Role of unfamiliarity and information on consumers’ willingness to try new healthy foods

The purpose of this paper is to examine the role of type of unfamiliarity and information on willingness-to-try unfamiliar healthy native foods in males and females. Specifically, the intuition of “healthy = not tasty” is investigated by probing into the effect of high and low taste expectations in the presence and absence of information on health benefits. Defining Type of unfamiliarity of a dish based on its ingredient and format is a unique...